In a bid to lessen its impact on the environment, the company has reduced the plastic used in its small and medium-sized eggs to save 247 tonnes of plastic. The amount of cardboard in its packaging has also been reduced by using a new backless tray in outers, saving 115 tonnes of cardboard - an equivalent of nearly 2,000 trees.
As part of its Easter Egg
Trail activity with the National Trust, Cadbury is contributing £150,000 to the National Trust
woodland conservation programme.
The link-up will raise awareness of the 200 Easter Egg Trails taking place at National Trust properties across the UK in 2008 with on-pack flashes on Cadbury shell eggs and a new website - eastereggtrail.com. An Easter Egg Trail Pack will also be rolled out containing a mixture of 18 hollow eggs, Cadbury Creme Egg Minis and Cadbury Dairy Milk Caramel Egg
Acting head of customer relations Kate Harding said: "For families, egg hunts are an important ritual associated with Easter. More than half of families with children take part in an egg hunt and now parents can buy a specific pack from Cadbury to stage their own ."
Cadbury Treasure Eggs - which are foil wrapped but don't have an outer box - are being piloted this Easter, with plans for a full launch in 2009, depending on the level of consumer interest in reduced packaging, Harding added.
The Treasure Eggs contain smaller chocolates inside and will feature across Cadbury's core brands of Mini Eggs, Cadbury Dairy Milk and Cadbury Dairy Milk Caramel.